Posts tagged ‘consumer list’

Subscribe

Mailing List: Do you understand the difference between “response” lists and “compiled” lists? Are you sure that your demographics are a good fit for your product or offer?

Customer Profile: Have you developed a customer or prospect profile? Knowing your clientele will help you refine your lists and generate mailers that appeal to their needs.

Offers: Have you made an offer, and is it proactive? For example, a 30 day free trial is more proactive than a 10% discount.

Quantity/Quality: Have you looked at the quantity/quality ratio? Are you looking for a large volume of returns for your sales force to call on, or fewer quality leads that are easier to turn into sales?

Costs: How much are you willing to spend for a response? Does your conversion rate and gross margin support your cost per response?

Results: Do you offer proof, such as test results, testimonials, or case studies to show the value of your product or service?

Guarantees: Do you provide a guarantee, and if so do you showcase it? The more positive a guarantee is, the more likely you are to make a sale. For example “try it without risk for 90 days” works better than “your money back if not satisfied”.

Continue the Conversation

Obtaining the right answers to the above questions will help to ensure that your mailing is successful. As always, the sales staff at FNBR will be happy to help you with any questions that you may have regarding your mailing campaign. Call us toll free at 888-988-8148 or send us an email at info@fnbr.com.

Share:

Like this:

Direct mail is a very effective and cost efficient way of advertising your company. While the printing and presentation of the mailer is important, proper planning helps ensures a high response, so start planning early.

The most successful mail campaigns are the ones that are well thought out and well planned.

Data
Your direct mail campaign should start with a clean and highly targeted database. Make use of list demographics to profile your ideal clients, and be sure to NCOA update the file right before the mailing is sent out. Sending mail to the wrong address is money wasted.

Goals
Define your goals and design your mail piece around them. Do you want your mail piece to: generate immediate sales, increase awareness of your company, generate sales leads, or build customer loyalty? To generate sales, a postcard with a discount coupon can work, but to increase awareness of your company consider using a company brochure and other supporting literature.

Audience
Lastly, consider if direct mail is reaching your entire targeted audience. Email may be better suited for a portion of your database. Consider the combination of both direct mail and email to reach your audience.

Continue the Conversation
Call FNBR Inc. at 888-988-8148 or send us an email at info@fnbr.com

Share:

Like this:

In the world of marketing, there is no such thing as “one size fits all.” The objective of a marketing campaign can vary greatly… increasing web traffic, add email subscribers, generating leads, gain awareneess, etc. However, the ultimate goal of a direct mail or email campaign for most companies is to generate sales.

For most businesses, in order to generate a higher sales rate, it’s essential to go beyond finding just the best prospects; you must find the best prospects with the highest propensity to become buyers.

When trying to refine a database using only demographic and geographical data, you will get leads with the capacity to buy, but not necessarily with the propensity to buy. By including lifestage demographics such as interests and the level of affinity for a particular product, you can change prospects into buyers.

Example
Let’s say that you own a company that sells a line of high-end eco-friendly clothing. Prospects that are affluent and environmentally conscious would be a good starting point for a database. Through past sales, you have found that a large percentage of your buyers are married women over the age of 35. At this point, you have targeted the prospects with the capability to purchase your product.

By understanding the mindset of the buyers, you can refine this database into prospects with a propensity to purchase your product. Are your client’s health conscious? Do they buy green products? Do they donate to environmental causes? What is their education level? What is their purchasing power (net-worth, homeowner, homevalue)? By researching and compiling the answers to these questions, you can build a richer targeting profile. This will allow you to select prospects with both the capacity and the propensity to become a client and ultimately, it is “clients” not “prospects” that drive up your Return on Investment (ROI)… and that translates into higher profits!